Reference no: EM133908654

Integrated Marketing Communications (IMC)

Learning Outcome 1: Demonstrate acquired knowledge and disciplines of the Integrated Marketing Communications (IMC), including relevant theoretical frameworks, concepts, processes, practices and industry standards in local and international context.

Learning Outcome 2: Exhibit the capacity to conduct Primary research and understand Secondary research, identify and critically analyse various theoretical IMC issues, practical applications, possible outcomes and relevant strategic solutions.

Learning Outcome 3: Critically evaluate the media plan/s in relation to an organisation's target market(s) and associated costs to address strategic marketing challenges.

Learning Outcome 4: Develop IMC specific information searching and critical thinking approaches, apply theoretical knowledge and practical skills to solve problems, and develop effective and ethically appropriate marketing communication strategies for brands and their target markets.

I have highlighted for you the very important skills you are required to demonstrate in order to meet the learning outcomes for the unit. When a student has successfully met the learning outcomes for the unit, he or she will gain a passing grade or better.
When you were studying for your undergraduate degree in international business and at school, your teachers will have expected you to be able to remember, understand and apply information. These are the three lowest levels of Bloom's Taxonomy of Thinking Skills (Please see the representation below in colour). Now that you are studying at postgraduate level, the learning challenges are to build on these skills from school and your undergraduate study, and learn and practise the higher order thinking skills, which are at the top of Bloom's pyramid below. These are the skills in analysing, evaluating and creating new ideas.

These skills of analysis, critical thinking and evaluation are reflected in the Unit Learning Outcomes for TMKT604. In order to help you to know what is required of you in your postgraduate studies, I will take an example from your supplementary task from semester 2, 2024 and suggest ways in which it might be strengthened so as to reflect the unit learning outcomes and higher order thinking skills required at postgraduate level.

Assessment 1

The questions as set down each week will relate directly to the lecture and learnings of the respective week and require students to show accurate knowledge of the theories, frameworks and applications of IMC.
Appropriate verbatim answers using disciplined and relevant language must be used. Whether you have attended lectures or not, students will be required to complete these quizzes and submit them via the Turnitin Portal, before the next lecture has commenced. Please submit your quiz answers on time. The Portal does not allow for late submissions. So, if you do not submit on time, no mark can be recorded.
Feedback and marks for each weekly submission will be available via the "Feedback Summary". It is incumbent upon you the student to check for the "Feedback Summary" each week in order to know your mark obtained and read the comments associated with your submission tol allow you to understand any feedback and adjustments you may need to make to your learnings. If you wish, you may also discuss these with your Lecturer.
This total assessment will attract up to 20 marks for the entire Semester
Please note that use of any Artificial Intelligence or other associated inputs are not allowed by IMC.
Rolls will be marked each week by the Lecturer. (please note - marks are not lost or gained from attendance or non-attendance)
Also note that students must be in attendance for the entire lecture to be marked as an attendee. Students that are not in attendance for the entire lecture will be marked as such. It is mandatory for students to physically attend classes.
Quotes - I want your words and not those of somebody else. You learn from your own words, hence no quotes should be used
A minimum word count for every Tutorial Quiz to properly articulate your answer and position is expected to be approximately 350 - 400 words.

Assessment 2

Purpose: This assessment is to test each student's knowledge and progress in the context of the unit's content, theoretical frameworks, concepts and models up until and including Week 4. Description:
This exam will be conducted as per the following:
The Mid Term Test will be held on campus, in class during Weeks 6 and 7 lecture.
Attendance is Mandatory. Failure to attend this Mid Term Test could result in a mark of zero being recorded to the student.
The exam will be open book and cover the Semester to date (Weeks 1 - 4).
This is an Invigilated Exam. It is open book and students are to attend this class and attempt the exam in Exam Booklets provided by the school.

Assessment 3

Purpose, description and topics covered Purpose: This is a multipurpose assessment to:
Assist the student to build their personal presentation skills.
Identify and communicate to an audience key marketing management issues in the context of Integrated Marketing Communications.
Identify, describe, and present an analytical overview of an existing company's target and secondary markets for a real integrated communications programme.
Apply discipline and knowledge to ascertain objectives and goals that were planned to be achieved through deployment of specific media channels.
Identify and analyse media vehicles, formats and message strategies.
Recognise relevant costs and categorise expected outcomes.
At the time of writing this outline, the time allowed per student for their presentation is three (3) minutes. This presentation time may change, depending upon class numbers. We will know more about this in week 4, whereupon final details will be shared with students. This should not alter or affect your preparation
Description:
For the purposes of this assessment task, students are to choose (from the list below) a marketing communication task and brand that has occurred in Australia in the last six (6) months.
This must be done by commencement of Lecture in Week 4.
No submission = no presentation = a potential loss of 15 marks .
Late submission penalties (As per IMC policy) will apply. (you can read about late penalties later in this Course Unit Outline) 1 mark will be deducted from your mark for each late period

(usually 1 day) of submission of topic.
At this stage students will deliver a live presentation that will be 5 minutes only in duration. The format for this type of presentation is called ‘Pecha Kucha', and the length of this presentation is limited to a maximum of 15 slides (the cover & closing slides, references & bibliography are not included), each slide that you speak to should be only 20 sec long.
Hence, if the total maximum length of the presentation is 5 minutes. (15 slides, plus Introductory slides, references, etc)
Presentations that are not following this timed format will lose valuable marks. Presentations that exceed the time limit will be stopped at the maximum length allowed. Only the presented content will be marked.
To repeat - students will select a campaign from the eight (8) choices below.
For more information please refer to the Moodle document headed "Individual Presentation Assignment Instructions".
Students need to identify the key components of the advertising message, and to identify the segments of the existing or future/potential customers. The goal of this analysis is to identify factors that led to the combination of a specific target market, media channels, and message strategy that enabled the marketers to communicate the message in the most effective way to the largest number of potential customers at the lowest cost.
To do so, the students will need to:
Provide a profile of the target market
Specify media objectives
Identify the media categories and vehicles
Determine the approximate media costs
Studied Subjects and Themes to be covered:
Integrated Marketing Communications
Brand equity
Persuasion
Market segmentation and brand positioning
Advertising
Media channels
Assessm ent length This is subject to confirmation in week 4.
At the time of writing this, the duration of a presentation is limited to a maximum of 5 minutes.
You must complete all assessable tasks within the marking rubric.
The verbatim (synopsis - text accompanying each slide) should be delivered with a cover slide that states: student's name, student ID number, and the campaign name. In addition, students may deliver any other materials used for preparation of this presentation (e.g. press clippings, statistics, copy of communication devices, etc).
Criteria to grade quality The following criteria will be used to assess this assignment:
For marking purposes, the following form will be used: Assessment Criteria and Performance Standards for Presentations (ACPSP). The marking criteria will be explained and will be available to students in the "Individual Presentation Assignment Instructions" located on Moodle Dashboard for this unit.
Demonstrated discipline knowledge - understanding of theories, concepts and frameworks and being able to properly explain them to an audience
Scope and depth of analysis and links to theory
Presentation style, and audience engagement
Clarity of expression, and accurate (discipline pertinent) vocabulary

Submissi on method This is an RECORDED PRESENTATION SUBMISSION. You must submit the recorded presentation via Turnitin - only the mp4 format
Feedback and Return method This assessment is a learning device.
This assignment will receive immediate verbal feedback and instructions how to proceed with changes regarding the presented aspects of IMC analysis.
Marks will be supplied to you via email with some extra comments and an attachment to assist you with further presentations you may undertake in school or at work.
Campaig ns to choose from McDonalds McValue Deals.
Virgin Happy Hour Sales
Youi Insurance
Shannons - Win a trip to Nürburgring
Lexus Encore
Wallet Wizard
Dior Perfumes
Ring Home Security

*Assessment 4

Purpose, description and topics covered. Please refer to the "Creative Brief for Group Presentation and Assessment Instructions" document as posted on Moodle for extra information.
Students are to form themselves into Groups of 5 members. The Lecturer will not be doing this. After group formation, a Group member must inform the Lecturer of the Group Member names and Student Numbers.
This must happen no later than week 4 and be communicated to the Lecturer. Failure to notify the Lecturer may result in marks being lost. (as per IMC Late Penalties policy)

To repeat, you the student are responsible to place yourself into a group.

Purpose:
This is a combination Assessment task - it has a Live Presentation and a Written Presentation contribution and submission.
Each Group member must contribute to completing this assessment. The purpose of this assessment is to:
Continue to build your personal presentation skills and prepare important brief skills that may assist you into the future.
Assess real market conditions, gaps in category ranges and create New Product Development (NPD)
Create a plan and provide management insights about an IMC campaign.
Present an overview of a selected company's target market and brand positioning.
Apply discipline and knowledge to critically analyse and recommend the suitable IMC approach and media strategy.
Identify key IMC managerial issues in regard to a new product launch
Provide practical recommendations how to enhance brand equity and improve media strategy.
Description:
Congratulations. You and your fellow team members are now owners of a Marketing Company that assist companies in launching and managing new and existing brands.
A Written report will need to be submitted and a live 15 minute presentation in Weeks 8-11.

The task is to create New Product Development (NPD) and an IMC campaign for JUST VEG, branded products. (Australian Made - as per lecturer's instructions) that will be launched by using a combination of traditional and digital media.
The students will have to provide the listed below criteria regarding the new product launch:
Generate a market segmentation for the local market in Australia,
Identify key market segments that the company should target and their corresponding positioning strategy (media vehicles, media formats, message strategy),
Explain the IMC approaches and methods the company should use (give examples of direct marketing, advertising, personal selling, sales promotions, and public relations, etc) and explain the relevant objectives of each method.
List two or more strengths and weaknesses of the media strategy that is proposed above and ways to overcome them.
Working in your group, the team should appoint different roles to its members, and they should act professionally and responsibly towards their group members and common goals. A confidential peer evaluation process is set up to evaluate individual contributions. If any dissention exists within the group, each team member should deliver their form to the Lecturer after the presentation. Get Assignment Help from World's Trusted Writing Service Provider.
One of the team members will be appointed as a communication officer and will be responsible for sending emails to the lecturer (always cc: all other team members), organising team meetings or consultations with the Lecturer, if required.
The format of the report should include a Cover Page, An Executive Summary, the body of information, Conclusion, References and Appendix)
Presentation - students will deliver an overview of their report in a 15-minute live presentation. All Group members are to be present and perform duties during the presentation
The students need to use the Harvard Referencing style in their written submissions.
Topics to be covered:
Integrated marketing communications tools and methods
Market segmentation and brand positioning
Advertising, print/support/digital media, direct marketing, personal selling
Media planning and implementation
Marketing public relations and sponsorship marketing
Explanation of programme timeline
Budget explanations
Implementation and Execution of Primary Research
Use of Secondary Research

Note: Need only Assessment 4